Maksurova V. I., Usachev
V. A.
Donetsk National
University of Economics and Trade named
after M.
Tugan-Baranovsky, Ukraine
MAKRETING MIX AND ITS VALUE TO THE
EXPERTS
Marketing
mix - is a set of tools (objects, processes and functions) to manipulate that
marketers are trying to best satisfy customers.
The term marketing mix was first proposed
by Neil Borden in the presidential address to the American Marketing Association.
Borden used the work of James Kiloton in which the marketer has been described
as a person coordinates the processes and combining the various elements of the
work.
It was assumed that various combinations
of elements can lead to a positive result of the market. In 1960, McCarthy has
formulated a classification called the "4R" and combining the four
elements (product, place, price, promotion). These tools have been isolated from many others, first of
all, because their use had a direct impact on demand could encourage consumers
to shop. McCarthy defended his thesis at Northwestern University, led by
Professor Richard Clewitt, who used the technique of "product, price,
distribution and promotion." McCarthy replaced by "distribution"
to "distribution channels" - since we know 4P.
Neil Borden, who proposed the idea, says
that the marketing mix - is proportional to the ratio of effort, a combination
of measures, project design and the integration of elements of the marketing
program, or "complex", which is based on an assessment of market
forces to the greatest degree will help the company to achieve its goals and
objectives at this time.
Philip Kotler defines it as follows:
marketing mix - a set of control variables allows marketing, the totality of
which the company uses in an effort to induce the desired response from the
whole market.
He gives us such marketing mix model –
4P:
Marketing mix in
its canonical form ("4P") includes four components:
Product - is a set of "goods and
services", which the company offers to the target market.
Price – is money that consumers have to
pay for this or that product.
Place (Distribution) - all sorts of
activities through which the product is made available to target consumers.
Promotion - all sorts of activities of the company for the
dissemination of information about the merits of the product and the target
consumers are convinced to buy it.
These factors are most commonly
subdivided into 4 groups, as did the first time E. Jerome McCarthy in 1960 in
the book «Basic Marketing: A Marketing Approach».
Thus, the concept of marketing mix
McCarthy was determined by a basic set of marketing tools that are included in
the program of marketing: product policy (product), sales policy (place),
pricing (price), communication policy and promotion policy (promotion). Hence
the name - marketing mix 4p 4 pi or just marketing.
A key factor in this appears that it is
on these four elements have full control marketers. In addition, it is believed
that the order of the elements of the marketing mix clearly shows the sequence
of the major marketing functions:
1. It is
impossible to even raise the issue of a marketing program, if the marketer does
not have at their disposal a product that can be offered to the market
(consumer). Moreover, this proposal
should be of particular value to the consumer. This situation is completely
determines the famous aphorism marketers common sense consists in saying:
"If you do not have the goods, then you have nothing."
2. In that case,
if there exist at least two sides, each of which is interested in an exchange
with the other side, they must have some means to interact. The proposed
product should be available to consumers interested in it, so the following
function of the marketing mix should solve this problem.
3. The customer
always appreciates goods only on the basis of a set of the product's
functionality, but also on the amount of those costs that are associated with
its acquisition. We are talking about the famous marketing ratio of
"price- quality". Specialists more clearly define this relationship
as a "utility -quality": the consumer analyzes the usefulness of the
proposed goods to him and acceptable to him the price of this utility. This implies
the following component of a complex - price policy.
4. Potential
participants in the transaction never be able to learn about each other, if
among them there will be no communication, - respectively, the last element of
the marketing mix of communication policy. Parties to the transaction must be
adequately informed of the nature of existing proposals, each party shall,
using the means of communication, to persuade the other side of the
attractiveness of its own proposal.
In the future, other authors have
attempted to develop this concept, extending the range of these four classic
marketing tools. Thus, in 1981. Boom and Bitner tried to prove that the concept
of "four P" is more suitable for the manufacturing and service
industries need to add three "P".
Modern researchers are constantly
expanding this list, so there are new concepts - 5P, 6P, 7P ... 12P and 4C, but it is an accepted concept 4P.
The model 7P to the complex
"4P" added another 3: People, Process and Physical Evidence. By the
way, today it has gained fairly widespread among marketers.
Still, 4P model - a very good model, has
been existing for a long time. It is simple and elegant, so that is so widely
spread. All other specialists administered at least in a small way, but
affected the classic "4P". For example, a "people" is an
element of the environment, it is difficult to control, and marketing it generally
can not control it. Elements such
as "Package", "Physical Evidence", "Profit" and
"Public relations" are part of the complex "4P".
The simplicity and brevity of this model
makes it easy to incarnate it in life. At the same time, it covers a large area
necessary for the study. So to this day "4P" - the most common and
widely used model.
References:
1. Basovskii LE
Marketing: a course of lectures. - Moscow: Infra-M, 1999
2. Philip Kotler.
Principles of Marketing. A short course.: Trans. from English. - Moscow: Publishing
house "Williams", 2005. - 656s.
3.
http://marketopedia.ru/6-kompleks-marketinga.html
4.
http://getclientsnow.ru/4p-marketinga/
5.
http://otherreferats.allbest.ru/marketing/00011453_0.html
6.
http://www.center-yf.ru/data/Marketologu/Kompleks-marketinga.php